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SOCIAL MEDIA
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B I S - D E P A R T M E N T

LECTURE 10 i
w How to use Twitter in Business

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SOCIAL MEDIA EXPLAINED WITH
COFFEE
TWITTER VOCABULARY
• Twitter is a fast-paced network that allows users to share information instantaneously –– in 280
characters or less.

• Twitter is a useful communication tool that allows you to interact with people around the world
in three different ways:

• Twitter is also referred to as a “micro-blogging” service, meaning you can post short updates
limited to 280 characters or fewer. Why? Originally, this character limitation was implemented to
make Twitter compatible with mobile phones and text Messaging
HOW TO SUCCEED WITH TWITTER
TWITTER ACCOUNTS
Company Account :
company account represents your company as a whole. Use this type of account to:
– Keep your customer base up-to-date on your events
– Promote recent blog articles or news
– Update your consumers about products/services
– Give real-time updates at conferences and events
– Offer customer service and support

Personal Account :
is better for direct relationship building. Use this type of account to:
– Act as a liaison to the public for your company
– Update people on what you‘re working on
– Share tidbits about your personality
– Expand your company‘s network and make connections
 TWITTER IN BUSINESS
• Twitter is an undeniably powerful platform to increase your business's online reach. The average
Twitter user follows five businesses, and 80% of all Twitter users have mentioned a brand in a
Tweet.

• If you have your Inbound Marketing hat on, you should know that Twitter is not just a place to grow
customers through word-of-mouth marketing -- it's also a place to meet your customers where
they are.
TWITTER FROM A BUSINESS
PERSPECTIVE
• The most obvious business use of Twitter is to meet potential customers and leads the same
way you would at networking event or tradeshow. You Can Also Use it To:
HOW TO MARKET EFFECTIVELY ON
TWITTER
• A Twitter marketing strategy is a plan centered around creating, publishing, and distributing content for your
buyer personas, audience, and followers through the social media platform. The goal of this type of strategy is
to attract new followers and leads, boost conversions, improve brand recognition, and increase sales.

• Creating a Twitter marketing strategy will require you to follow the same steps you would if you were creating
any other social media marketing strategy.

– Research your competitors buyer personas and audience

– Create unique and engaging content

– Organize a schedule for your posts

– Analyze your impact and results

WHY YOU SHOULD STAY ON TWITTER

Here are a few reasons you'll want to stay on Twitter

1. Your competition is on there.

Odds are, your competition is working toward similar, if not the same, goals on Twitter. So even if you
feel like you're shouting into the void sometimes, it's important to have quality content for potential
customers to find.

2. It's a great source for free marketing.

Who can say no to free marketing? Twitter is a great place to interact with your customers and start a
cycle of word-of-mouth. If your customers are tweeting about you, it goes a long way to respond --
especially if they're having a negative experience.

3. You can use Twitter to increase sales.

If you're the type to say no to free marketing, maybe the offer of increased sales will keep you around.
Twitter isn't just a platform that allows you to get your brand out into the world -- it's also a place where
customers come to you. 60% of a brand's followers are more likely to purchase or recommend products
after following the brand on Twitter.
 WHAT MAKES TWITTER UNIQUE?
Twitter is a great marketing tool for a number of reasons.

Because it:

– … is free to use.

– … allows you to share and promote branded content in seconds.

– … expands your reach.

– … allows you to provide quick customer service and support.

– … works as a search engine tool for you to search for your competitors and their marketing content
to see which tactics they’re using.

– … can be used as a search engine tool for prospects to find and learn about your company.

– … allows you to converse with your followers, share the latest updates about your company, and
address your audience.
TWITTER MARKETING TIPS

 Write a strong profile bio

 Use keyword targeting in your Twitter Ads

 Implement hashtags

 Organize a content sharing schedule

 Create a Twitter campaign

 Use images and videos

 Interact with your followers

 Share media mentions

 Keep an eye on your competitors’ Twitter accounts

TWITTER MARKETING TIPS

 Focus on followers’ interests and needs when creating content

 Promote your events

 Check your direct messages regularly

 Keep track of your analytics

 Create Twitter Lists

 Live tweeting

 Twitter chats

 Verified accounts on Twitter

 WHICH METRICS TO TRACK ON
TWITTER
 Due to every business being unique and having different goals, you might not be interested in

tracking all of the following Twitter metrics:

– Engagement: Look at the number of retweets, follows, replies, favorites, and click-through your tweets get
(including all hashtags and links they include).
– Impressions: Review the number of times your tweets appeared on one of your audience members’ timelines
(whether or not they’re actually following you).
– Hashtags: Look at which of your hashtags are being used most frequently by your audience and followers.
– Top tweets: Review your tweets with the most engagement.
– Contributors: Keep up with the level of success each of your contributors — the people you give admin access
to on your account — are having with their tweets so you can implement some of their tactics more regularly or
remove them completely.
  TWITTER ANALYTICS WITH THESE 6
TOOLS 
• Sprout Social
• Union Metrics
• Tweepsmap
• Keyhole
• Bluenod
• Native Twitter Analytics
  TWITTER ANALYTICS WITH THESE 6
TOOLS 
• Sprout Social

– Sprout is an industry-leader in Twitter publishing, engagement, and, you guessed it, 

analytics tools.

– From reach and engagement to link clicks and hashtags performance, Sprout makes it simple
to identify and optimize your top-performing tweets. With both templated and customizable
reporting options, it’s easy to analyze and share your most important Twitter data.
  TWITTER ANALYTICS WITH THESE 6
TOOLS  
• Union Metrics

– Union Metrics helps you visualize your social data through colorful graphics that are easy to
understand even for novice marketers. It’s an analytics-only service that offers a
comprehensive social analytics solution, including Twitter account analysis.

– You get to monitor your Twitter activity in real time and receive the latest performance
reports to stay up to date.
  TWITTER ANALYTICS WITH THESE 6
TOOLS 
• Tweepsmap

– The better you know your audience, the better you’ll get at engaging them. Tweepsmap is a
great Twitter analysis option to gain a deeper understanding of your Twitter community and
how to better engage them.
– This tool lets you map your followers and identify key demographics including gender,
language and profession. Use these insights to segment your community into relevant
categories.
  TWITTER ANALYTICS WITH THESE 6
TOOLS 
• Bluenod

– Bluenod is another tool to conduct audience and follower analysis on Twitter. It helps you
visualize the data behind communities that are relevant to specific hashtags or Twitter users.
This makes it easier to understand these communities and their conversations. Find out the
trending conversations they’re engaged in and which pieces of content are popular with them.
– The most outstanding feature of this tool is its influencer analytics. It is one of the best Twitter
analytics tools that also provide an in-depth look at what influencers are talking about and
where there are opportunities for your brand.
  TWITTER ANALYTICS WITH THESE 6
TOOLS 
• Native Twitter Analytics

– Most social media marketers would already be familiar with the native analytics dashboard on
Twitter. It’s one of the best free Twitter analytics tools available, making it an excellent option
for those who aren’t yet ready to invest in a premium solution.

– It gives you all the basic analytics data to understand how your tweets are performing.
TWITTER IN REAL MARKET

• Companies using Twitter creatively

– JetBlue  JetBlue Twitter account is not about shouting advertisements to

followers
– BestBuy hundreds of employees are handling online customer service and
company promotions via Twitter
– Amazon daily deals amazon daily deals
– Dell Outlet
– Cookbook, probably the best way to condense food recipes on Twitter
TWITTER GLOSSARY

• Twitter Handle – your user name on Twitter.

• Tweet/Update – your posts.
• Follow/Follow Back – to subscribe to someone’s posts on Twitter, have them subscribe to yours.
• Follower – a subscriber to someone’s posts.
• @username – how to send someone a direct message.
• DM/direct message – a private message you send to someone on twitter.
• RT/retweet – when you reiterate someone’s post because you think it valuable.
• # Hashtag – the symbol preceding a word, or phrase, indicating a topic of relevance.
• Tweetup – an event organized around Twitter-users to meet up and network, usually informal.
• Lists – new feature pulling like-minded twitter-users into following a particular topic or
conversation.
Thank you 

Questions ?